Positioning Done Correctly

Two private sessions to choose your position, then make everything obey it.

A position you never chose is still a position. Just not yours.

What this is

Most businesses never choose a position. The market chooses one for them, usually 'cheaper' or 'same as the shop next door'. This masterclass is two private sessions to decide who you are for, what you refuse to be and what you will sacrifice, then roll that decision into your price, offer, words and visuals.

What you will be able to do

Modules

  1. Everything for everyone is a position. It is called invisible.. We find the position you already hold by accident, read from your reviews, your DMs and what customers say when they recommend you. You walk out knowing the gap between the position you think you have and the one the market actually gave you.
  2. Pick a customer. Disappoint the rest on purpose.. How to choose who you are for using real buyers, not a demographic slide. We test three candidate customers against your margins and capacity, and you leave knowing which one deserves the business and which ones you will stop chasing.
  3. Join a category and you compete. Frame a category and you lead.. Choosing the shelf your customer puts you on inside their head. We look at whether to sit in an existing category, narrow it or reframe it, using examples from the kopitiam to the clinic to the Shopee store.
  4. No enemy, no story.. Every strong position stands against something: a habit, a belief, a way the industry treats people. We name your enemy, the one your customers already resent, so your brand has a reason to exist beyond being slightly better than the next option.
  5. The trade-off is the position. Everything else is a tagline.. What you will deliberately be worse at so you can be unmistakably better at one thing. You end Session 1 with a draft position statement and the trade-off you are prepared to defend when customers and staff push back.
  6. If a competitor can say it too, it is not your position.. We test your draft position against your three closest competitors, live, on their pages and price lists. Anything they could also claim gets cut, and what survives becomes the one sentence your whole business is built around.
  7. Your price is your position, said in numbers.. We align your pricing with the decision you made, so a premium position stops hiding behind Raya promos and a value position stops apologising. You leave with price points and a discount rule your position can actually survive.
  8. Cut the offer until the position shows.. Live rework of your product or service line: what to drop, what to rename and what to package so the trade-off is visible on the menu. Fewer things, sharper reasons and easier decisions for every customer who walks in.
  9. The position lives in your words before your logo.. We rewrite your bio, homepage headline and first WhatsApp reply in the new position, then check your visuals against it: colours, photos, packaging, signage. Anything that contradicts the decision is flagged with what to change first.
  10. A decision nobody implements is just an opinion.. Everything assembled into a 60-day rollout plan: what changes first, what your staff need to hear, which touchpoints to fix in which order, and the signals that tell you customers have noticed. You leave with the decision made and the plan to make it real.

Who it is for

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